No matter whether you’re just starting your business, or have been running your business for a while, you need to know what you bring to the market.

And, just as importantly, you need to know what you should bring to the market.

(These are not always the same thing.)

What you bring to the market is based on the feedback you get from the market. Are you connecting with your target clients? Is your marketing working, as measured by sales? (If you’re not making sales, your marketing isn’t working.)

What you bring to the market can, sometimes, be different than you expect or anticipate, so it’s wise to seek out many sources of client feedback and input to make sure your message to market match is as strong as it can be.

The other element you need to understand is what you should bring to the market.

And the answer is two items: your USP and a recommendation.

Your USP is your unique sales position, or, stated another way, your passion that has been systematized to create results. (We discuss this a great deal in my business mentoring program). But, simply stated, you each have intellectual property, based on your own life, and this can be converted into cash flow.

Your recommendation is, more specifically, a dominant sales recommendation. It is the main action you want your target client to take. It is the next logical step for them to invest with you.

When you are analyzing what you bring to the market, also focus on whether you are offering a unique sales position, and a dominant sales recommendation. If either is missing, you’re not getting the most from your sales and marketing conversations. And that means you’re leaving money on the table.